Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.
17. School > intro
Group of 5 schools located in Switzerland
International multilingual target group
Primary KPI’s:
– # Leads
– CPL: cost per lead
– CPS: cost per sale
Start with content optimization
Continue with alignment of content and channels
20. School > content + channels
Discovery
Home
About
HIM
Understanding
Program
details
How to
apply
New
students
Desire
Student
life
Action
Contact
Loyalty
Your
career
News
AdWords
(generic search + display)
AdWords
(branded search + remarketing)
Social
23. School > conversions
What if I
don’t know
yet?
Looks like
a required
field
Draws
attention
away from
main goal
No
introduction?
What
happens to
my personal
information?
Which format
should I use?
I’m
requesting
a brochure
26. School > conversions
At first: mobile bid adjustment of -100 %
But: gradual deployment of Responsive Design per site
Focus on actionable landing pages (Call-me-back form)
– Targeted only within specific time frame (9AM – 5PM)
– Targeted only in specific regions & countries
28. Bank > intro
Bank focused on personal and business savings
Local, bilingual target audience
Primary KPI’s:
– CPL: Cost per lead
– CPA: Cost per account
Start with content (re)structure and continue with
conversion model applied to new wireframes
29. Bank > content
Discovery
Save &
pay
Invest
Understanding
Document
center
Service
center
Action
Open
account
My
account
Loyalty
News
Reviews
31. Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery Understanding
ActionLoyalty
32. Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery
~pageviews
Understanding
~downloads
Action
~leads
Loyalty
~subscriptions
33. Bank > content
Before (macro)converting to a lead
– Main objective = discovery + understanding
Before (macro)converting to a lead
– Main objective = loyalty
Objectives can be combined on page level
41. Shop > intro
Set of shops with broad range of leisure products
Local, singlelingual target audience
Primary KPI’s:
– Revenue
– CPS: Cost per Sale
Group content and evaluate channels and conversions per
type of content to discover page value
59. How to score a hit?
Avoid bad content; online advertising always starts with
content (re)structure and/or optimization
Align channels with types of content and conversions
Distinguish between desktop and mobile advertising
channels and focus on device-specific conversions
Create custom segments or channel and content groups to
analyze the ad performance quality categorically
Notes de l'éditeur
GA analysis > via channel grouping + content/product grouping + conversion segments